Conservatism, sex-typing, and the use of titles: Miss, Mrs, or Ms?

The present study explores the question of why do people prefer to use a particular title in reference to themselves and others rather than an alternative title also available for use. The study investigates the effects of three variables on male and female preference for using the Ms title: attitude toward the Women's Liberation Movement, general conservatism and psychological androgyny. There are probably a number of reasons for the introduction of the Ms title. It is a convenient form of address when communicating with a woman whose marital status is unknown, enabling one to avoid possible social embarrassment or affront to the addressee.